Milan is unquestionably the fashion capital of the world, home to some of the world’s most recognised brands and synonymous with the much-appreciated Italian heritage. IURI, a brand born in this city, encompasses the basic rules of Italian style values: quality, design and locality.
Based in the city of style and handcrafted by skilled craftsmen in central Italy, IURI produces bags that are essentially a portable, architectural design of their own.
Shapes And Symmetry
While Jure, IURI’s founder and creative director admits there is no single definition to describe the brand, there is an evident focus placed on the lines used. Highly influenced by architectural designs and objects, proportions and clearly defined arrangements are characteristic of IURI bags. After all, the bags are described as ”portable design objects” rather than merely items to carry for style or practicality.
The clear appreciation for design, geometry and architecture is evident in the named IURI bag.
The bag’s design is inspired by the renowned Geometry House in Normandy, Northern France. The harmonious lines, clear and precise, transmit simplicity and elegance at the same time are characteristic of both the Geometry House and the bag IURI made in order to present as particular of its brand identity.
The bags are made using fine quality leather and are aimed at accommodating any occasion during the day. Their versatile and fine design makes them the perfect all-day bag, be it work appointments or dinner dates. Worn with a minimalistic and neutral-coloured outfit, the bag will have found its preferred stylistic modus operandi.
The History Of IURI
The brand was launched in 2016 by Jure Stropnik. Slovenian-born Stropnik has an impressive path to the day of founding IURI. Previously a professional basketball player in his hometown, he studied Economics and working for brands as fashionable as Ermenegildo Zegna, Jure combined his experiences and acquired skill set and took a step forward to establishing IURI.
Inspired by contemporary aesthetic translated into classic designs, IURI bags are an epitome of absorbed European minimalistic inspiration.
Apart from fine-leather portable design items, the brand has launched its socks collection following the same perspective of embracing geometrical designs.
The future looks exciting for IURI and we can’t wait to see what’s in store next!
Written by Eleftheria Giannouli
All images are courtesy of IURI.
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